My how time flies. It has been a decade since Japan’s Suntory purchased Beam Inc., including both Jim Beam Distillery and Maker’s Mark Distillery for $16 billion in 2014. At the time, the new brand was called Beam Suntory but that is about to change.
‘Beam Suntory’ to Change Name to ‘Suntory Global Spirits’
Beam Suntory has announced that it is rebranding to become Suntory Global Spirits, reflecting the company’s evolution into a global leader across categories in spirits and Ready-To-Drink cocktails.
The last 10 years since the acquisition has been marked by massive growth across the board, including:
- Growing from a $2.5B company to a $5.5B global spirits company today
- Building a global team of 6,000+ employees in 27 countries, with products sold in more than 70 countries
- Becoming the #1 global player in bourbon and Japanese whisky
The company says the rebrand includes the launch of a new website and visual identity that celebrate Suntory Global Spirits’ distinctive, unmatched focus on quality, craftsmanship and sustainability – defining brand attributes connected to and complemented by those of its parent company, Suntory Holdings.
“Suntory Global Spirits demonstrates our global leadership and premium position in the market, while enabling us to build upon the strong and positive brand recognition that Suntory has worldwide,” said Greg Hughes, President & CEO of Suntory Global Spirits.
“The dedication that Suntory CEO Tak Niinami and Suntory Holdings have shown to advancing our culture and business growth – while also preserving the legacy of craftsmanship and interplay of traditions exemplified in brands from Jim Beam to Laphroaig and Maker’s Mark to Yamazaki – is extraordinary. Becoming Suntory Global Spirits is the natural next step in our evolution.”
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“Now is the right moment to deepen our shared passion for the innovation and artistry that deliver incredible experiences through our products and fully unlock our unified advantage across our leading spirits portfolio,” said Tak Niinami, President & CEO of Suntory Holdings and Executive Chairman of the Board of Directors at Suntory Global Spirits.
“Since the acquisition of Beam Inc. in 2014, the company has gone through an incredible transformation to become an even stronger organization, led by our shared values of Yatte Minahare, Growing for Good and Giving Back to Society. We’re grateful to the entire global team under Greg’s leadership as we continue to inspire the brilliance of life in harmony with nature and grow the trust and love that people have for Suntory around the world.”
The company’s new brand platform showcases the art of crafting the highest quality products with great attention to and respect for the water and natural ingredients that are vital across its iconic spirits portfolio. It also pays homage to the bold steps that Suntory and Beam Suntory, now Suntory Global Spirits, have taken over the last decade in pursuit of Suntory Global Spirits’ ambition to become the World’s Most Admired Premium Spirits Company.
The rebrand is expected to help the company drive value as one global team and focus on key priorities including American whiskey, Japanese Spirits, Scotch, Tequila and Ready-To-Drink, while providing flexibility for growth in the future.
The Legacy of Suntory Global Spirits
Watch the rich history of Suntory Global Spirits come to life. For over 200 years, we’ve been crafting the highest quality premium spirits.
Suntory Global Spirits Affirms Strong Commitment to Kentucky
The company said it has been and will continue to be deeply committed to their Kentucky homeplaces through quality and craftsmanship, an enduring respect for the wonders of nature, and a passion for giving back to our communities.
- Suntory Global Spirits has a team of nearly 1,500 employees in Kentucky
- Every year the James B. Beam Distilling Co. and Maker’s Mark distilleries see more than 100,000 visitors each
- And in the past 10 years, Suntory Global Spirits has invested more than $540 million in their Kentucky facilities, and have donated more than $15M to University of Kentucky
Suntory Global Spirits added they are excited to bring the James B. Beam Distilling Company and Maker’s Mark to new heights and to keep building the brands within these portfolios for generations to come.
Suntory Global Spirits 11 International Distilleries
Suntory Global Spirits — United States
Suntory Global Spirits — Japan
Suntory Global Spirits — United Kingdom
Suntory Global Spirits — Ireland
Suntory Global Spirits — Mexico
Suntory Global Spirits — Spain
Suntory Global Spirits product line premium whiskies include Jim Beam® and Maker’s Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.
Suntory Global Spirits, headquartered in New York City, employs approximately 6,000 people in nearly 30 countries and is a subsidiary of Suntory Holdings Limited of Japan.
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